What drives brand decisions in Québec

August 19, 2009

Quebeckers more likely to sleep in the nude.

In Madmen, Don Draper spends a lot of time (daytime) naked
in bed with his mistress. Yet when he crawls into bed at home at night next to
his wife Betty, he wears his top and bottom pajamas (sometimes over an undershirt)
and she’s equally covered. And when there is sex involved, the lights are off.
That was 1961.

If you’re wondering what happened over the past
half-century, here’s the answer according to a Harris/Decima poll conducted in 2007.

33% of Canadians regularly sleep in the nude.

Men overwhelmingly prefer sleeping in the buff compared to
women (40 versus 23 per cent)

Regionally, Quebeckers come out ahead on two fronts.

Quebeckers prefer sleeping in the nude more than other
Canadians (37 per cent versus 34 per cent of Ontarians, 31 per cent of Western Canadians
and 25 per cent of Eastern Canadians).

Quebeckers also take the prize for intimacy, with 68 per
cent indicating they are intimate on a regular basis, compared to 60 per cent
of Ontarians, 58 per cent of Westerners, and 57 per cent of Maritimers.